PFIZER KEEPS EVERYTHING BUT THE HEARTBURN IN NEW SPOT
By Adnews Staff
Pfizer Consumer Healthcare will break a new television commercial for its heartburn remedy Zantac 75 this week. Called "The Checkout", the ad was created by Bates Canada and takes place in a grocery store. A checkout clerk scans a variety of foods for a couple. Some of the items which pass through the scanner, such as spicy chicken wings, extra hot salsa and coffee, are automatically tossed off the belt over the cashier's shoulder. As Zantac 75 appears, those items reverse back into view. The tagline is "Lose the heartburn, keep everything else." The 30-second spot is intended to communicate that heartburn sufferers can still eat their favourite foods with Zantac 75. In addition to television advertising, which will run until March 2002, a direct mail campaign and in-store promotions are planned for 2002. Public relations for Zantac 75 are handled by Environics Communications of Toronto.